In January of 1999, with assistance from the Swiss Agency for Development Cooperation (SDC), and AKRSP, The Shubinak Project was established with two sections closely working in conjunction with each other - the product development/women's development wing called "Hunermanhost" (Skillful Hands) and a business/marketing section called "Shubinak House".  Hunermanhost's intentions were to improve the technology, refine the technical skills of people involved in Shu production, and to enhance the quality and variety of the Shu.  The main purpose of Shubinak House was to manufacture and sell high quality fashionable Shu garments and products for the international and local markets.

The Hunermanhost wing of the project was successful and conducted much product research and development of skill which is useful to all involved in the weaving and promotion of Shu today.  Shubinak House was unable to achieve its desired objectives, the reasons for which may be many.  One may be because specialized people were not involved in the business development sector, but there was no flaw in the concept. 

During a personal visit to an exhibition arranged by the Women Chamber of Commerce and Industry held in Lahore in 2004-2005, CEO LOOPTEX, Syed Moiz Farooq noticed the beautiful traditions of the people of Chitral through a preliminary display of distinctly attractive products; which were astonishingly beautiful but were mostly irrelevant to life outside of Chitral.  As he talked to Abdul Hadi, who was representing "Shubinak" at the stall, he learned they were looking for a dedicated and reliable partner whom they could trust and partner them in bringing change to the widespread communities living in Chitral.  Without any definite promises, he bought samples from the stall to help devise a plan to take the path forward.  After a few months of enthusiastic collaboration, Abdul Hadi moved on to further his education and handed over the baton to Israr Saboor, who had the education, drive, vision and passion to attempt any task he believed in, irrespective of the chances of failure or success. 

After an initial visit to Chitral; where LOOPTEX met the people working with "Shubinak"; LOOPTEX made an effort to understand  Chitrali challenges and determine the existing structure of the project and create long term meaning in their partnership and add value to the world by bringing change to Pakistan in logically sustainable manner.  The foundation of this change had to be strong enough so that the results could be further enhanced by future generations.  But it couldn't be a run-of-the-mill enterprise; we wanted to give back more than we were getting, and to do that, we had to establish emotional ties to the project. 

As part of the strategy, the AKRSP/SDC project Shubinak transformed into Mogh Ltd.  Mogh is a company in which the Chitrali artisans become shareholders of the company itself.  Israr Saboor is the CEO of this company.  The main responsibilities of Mogh are to ensure continuous skill development of artisans through enhanced communication, managing supply of raw materials to the artisans and collection of crafted items for the deliver to LOOPTEX.  Mogh is also responsible for the logistical infrastucture required in Chitral to complete supply chain management which includes order-taking from LOOPTEX to final delivery to LOOPTEX for manufacturing and sale. 

LOOPTEX was responsible for all the forward integration of the supply chain, starting from concept and product development, designing and planning seasonal product ranges.  Placing orders for the Chitrali craftspeople and manufacturing the crafted items into apparel and accessories, and other finished products for sale at the Shubinak stores. LOOPTEX was responsible for exclusively managing the shubinak brand in a way that the number of artisans engaged gradually increases.  For this process, LOOPTEX established in-house apparel design, textile design, graphic design, communication design, environmental science, record and research, production, merchandising, brand managment, and sales, as well as platforms for social media. 

It sounds as if it was a simple journey, but practically it was a challenging one.  Yet the voyage itself was wondrous and awe-inspiring.  What made it demanding was our uncompromising commitment to adhere to the values we have set for ourselves.  We uphold product originality in its conception.  Our brand has to be flexible in its design and delivery process as it does not follow the timelines dictated by the fashion world; instead, it follows the natural schedule of the temperamental weather of the region of Chitral, which is often difficult to access during the winter season.  Trying to establish a working supply chain in a region such as this was an immense task as the market needs fast and predictable delivery of a product.  We counter problems by stocking raw material in great quantities for product manufacture.

As it maintains the supply chain, Shubinak adheres to the principles of non-invasiveness it has set for itself.  Shubinak provides the artisans with regular work, and pays them fair wages for that work, but at the same time strives to maintain the social balance of the artisans' family life without disrupting their regular social patterns.  On the same note, the brand does its utmost to protect the environment and does not desire to create havoc within the Chitrali villages due to the demand of raw material and labor.  Most Chitrali artisans are also farmers, homemakers, and teachers, as well as many other professions which contribute to the well-being of the land, its flora and fauna, and its people.  Shubinak believes in balancing life in all aspects, as disrupting the flow of nature will harm everyone in the long run.  Making Chitrali artisans shareholders of Mogh Ltd. has enabled Shubinak to empower them by giving them an opportunity to 'own' and be a part of something that is larger than any individual and will collectively bring change.